Marketing IT group project

1.0 Marketing strategy (www.jewels.com.sg)
Product development definitely gives a competitive advantage and it also gives consumes more choices to make. Besides that, it gives consumer more variety of choices to choose. It also enhances the image of the shop where you would have something that different you from other coffee shop.
However, this strategy requires a certain amount of time, and resources. In addition, this alternative would be costly as well. Worst of all, it could not guarantee whether by producing a new product would give the shop a sales boost. Nonetheless, this strategy is the most popular use in a long run because product itself is the source of income.

1.1 Product
The marketing strategy used by Jewels is marketing mix. Jewels are offering variety of chocolate such as chocolate Easter, amber, chocolate lollipop, and others. In addition, jewels is also offer others product such as beverages, dessert, macarons, pastries, and ice cream. The product offer by jewels is innovative and uniqueness in flavour, texture and ingredients of Asian flavours and chocolate. Every piece of chocolate is treated and handcrafted with passion, from the freshest, most exquisite ingredient. Their artisan chocolate especially Easter egg has attracted the customer to purchase the product. Macarons is a traditional French almond pastry once reserved for royalty. The uniqueness of the macarons is they have variety flavour such as passion fruit, green tea, raspberry, butterfly pea bloom and black palm island salt. Product offer by jewels is uniqueness and innovative.
1.2 Price
They introduce the premium price to the customers. They are practicing of keeping the product artificially high in order to encourage favorable perception among buyers. Their purpose is to exploit tendency for the customers to enjoy an exceptional quality chocolates in higher price. In addition, jewels are also introductory pricing at initial, and increase the price once accepts by user with another package of chocolate. Their target market is to focus to specific range of user with the same demographic for example like 20 to 35 women and man. So, they are affordable and willing to purchase jewels product.
1.3 Promotion
Jewels are providing the tea time packages for the customers. Tea time indulgence is the customers may try a little bit of everything in this spread. They may taste different type of chocolate, ice cream, truffle, and macarons. Furthermore, they organise praline contest to promote their product as to encourage participants. The first prize will be the 80 dollar worth of gift voucher, follow by four consolation prizes and one lucky draw. Moreover, they place a special order for "My own Jewels" which has yet to be launched and is exclusive at a special price of $2 which usually $3.
1.4 Place
Jewels are having their own shop at the orchard central. This will attract more people to visit their shop. Their location good and is focus more on city and it becomes one of our opportunities for them to sell its. Many people will pass by the shop and they can find lots of tourist and local people to purchase the product.

2.0 Website design
Jewels Artisan Chocolate has a text site map which is place on the top, right side and there is no “Breadcrumb Trail” available in the website. For the site design, there is text-only alternative is available and browser has to click the link to open a new browser window. There is no site search available in this website. Meanwhile, the site map is divided into five categories which are home, about us, our café menu, what’s new and feedback.
On the other hand, there is the same company logo on every page of the website which contains the words of “Jewels Artisan Chocolate”. For this website, it does not have a very attractive background’s color. It contains only a single color which is light grey color that is same on every page of the website. But the website has a very attractive graphic background which contains many attractive pictures of different kind’s chocolate. There are many kinds of jewellery pieces of chocolate provided in the website which are Amber, Aventurine, Chillie Dragees, Chocolate Lollipop, Chrysolite, Coral, Cornelian, 70% Guanaja Dark Chocolate Bar, French Nougat, Grand Espresso, Hazelnut Gianduja and so on. Besides, the base font of the website is just a normal font and is the same on every page. There is no audio effect provided in the website and as well as animation effect.
In addition, there is also no video effect provided in the website. For the “Jewels Artisan Chocolate” website, they have a narrow product line and it has an extensive description of the product catalogue. To logon to the catalogue page, browser has to link to more information about this product. There is a guest book providing in this website. Last but not least, overall the website has good use of colors and has a good use of fonts which make the website looks simple and nice. It also has a good use of graphics and images and the website design is attractive. Overall the website has a nice design.
The design of the website is very classy and most important, it has highlighted the fine physical outlook of the products offered.
3.0 Usability
The main objective of this website to be created is to promote its product and provide information to the consumers, it does not involve in direct selling of its products online.
Basically, this website is quite easy to navigate. Jewels Artisan chocolate has created a simple and uniqueness website in order to advertise or promote their chocolate and café. When customers view the website, they may feel comfortable and easy to navigate the website. The main reason why the website is easily to navigate is because they created as simple as possible without any complicated buttons or functions. The website is so simple that it has very less pages and it is impossible to be lost while surfing in it, therefore no breadcrumb trail and site search is needed in the website.
From the main page, we are able to see all menus in the website. For example, they have provided the information about themselves, their café menu, the special activity and ice-cream. So, customer can be easily find and locate what they expected needs or want from the site with just a few clicks.
The loading speed for the website is considered as fast, consumers can freely navigate in the website without spending too much time on for waiting the page to load.
Other than that, the website is friendly to customer. They have offered the feedback in order to know how customer response to their product and opinion strive to improve their product and service. So, whenever there is an error, they can quickly to feedback in the website. As a result, the overall of Jewels Artisan website is usability to customer and provide an attractive webpage, convenient place, trustworthy information to customer.
One of the major setback for this website is the lack of online purchasing function. It does not allow consumers to purchase online and receive goods via delivery from the company. This has decreased the convenience of customers that are far away from the shop.
Overall, the usability of the website is considered good for a website that focuses on providing product information and promotion.
4.0 Credibility
The website information is trustworthy as Jewels Artisan Chocolate is a well known brand at Singapore. Hence, I can believe what I see in this website. The product images do have a nice graphics and the prices are listed. However, they don’t offer online ordering. Customer only can make order by visit their shop or make a call and fax. I may think that this is a fine as to ensure the quality and freshness of the chocolate not to be damaged during delivery process. Moreover, this can encourage customer come to visit their store and have close personal experience with the products. In this way, company may have a direct contact relationship with customer.
There is also an adverse affects with no online ordering. Since they already build up a website, the business should go for globally. If people out of the country want to order the Jewels chocolate, they can’t do so as the website did not provide online ordering unless you make a call or personally visit their store in Singapore.
The website may lack of some detail and attractive information regarding the chocolate ingredients, the flavor and its tastes description. They should have some video or flow charts to describe the manufacturing process of the chocolates.
As recently Jewels Artisan Chocolate made its debut with a café cum boutique at Orchard Central last month, it should have a link from their website to the shop description. The website does not tell us much about the company background.
Overall the website is in moderate level of credibility. To improve become well, they should provide more information about their product description as well as company history.
5.0 Persuasion aspects of the website
The product description, together with its pictures has created high attractions towards us to purchase the products. The design of the website has provided confidence to us that the products offered are worth for the price they offered.
However, there is a major setback on this website, it does not offer online delivery services and the shop is located in Singapore. For Malaysian customers, they have to spend a lot of time traveling to the shop because it lacks of online purchasing function. We believe this has decreased the purchasing intention in many customers. However, customers in Singapore will not face this problem.
6.0 Recommendation for improvement
We recommend that the website maintain its original design of the website. The simple design has provided the website an elegant and classy look. Besides, if too much complicated buttons and function are added, consumers might lose focus on the product offered.
We also recommend Jewels to expand their business to online business. Currently, the website only provides product information. It does not offer online purchasing and delivery service to their customers. The company can consider offering online ordering service that is limited to in Singapore and Malaysia area to test the market. If it proves to be successful, then the company can consider offering their products worldwide.
For the credibility issue, the company can provide more information of the company such as company background, history and its top management’s identity to increase the transparency of the company. They can adapt strategies similar to KFC by telling a story about the company in the website (Colonel's Story, n.d.). The mission and vision of the company should also be included.


Referance
Colonel's Story. (n.d.). Retrieved April 9, 2010, from KFC Malaysia Web site: http://www.kfc.com.my/about-story.html

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